Strictly Legal Subway Advertising
I am a law-abiding citizen at all times. But if I ever get into trouble, I will call the law firm of Wilens & Baker. They seem to know their stuff.
For example, the firm is now running ads in the New York subway, featuring a photo of TV newscaster John Roland. They identify him as a compensated spokesperson—in large type.
Wouldn’t an intelligent reader assume that Roland is paid? Sure. But Wilens & Baker isn’t taking any chances, and to my untrained eye, they have exceeded any ethical disclosure requirement.
Then there’s this visible caveat: “Attorney Advertising. Prior results do not guarantee a similar outcome.”
That surprised me, too. It’s something you don’t always see in legal ads, at least not in large type.
Subway ads have to make an impression within seconds, for there are many competing messages—for beer, adult education and dermatology. All the more reason that disclosures like the above are legible.
Wilens & Baker apparently is a transit pioneer. According to the New York Times, it was known in the ‘90s for its famous 1-800-DIVORCE ads, featuring the headline: “When Diamonds Aren’t Forever.” It uses toll-free numbers like 1-800-INNOCENT in all the ads I’ve seen.
Granted, these messages do not seem to be directed at blue-chip corporate clients, and the list of specialties posted on the firm’s Web site apparently confirms that: Immigration & nationality, matrimonial, personal injury, medical malpractice, mass tort litigation, bankruptcy and creditors’ rights, criminal defense and DWI.
But they must be pretty smart guys. They’ve created compelling advertising—and it’s above-board.
